Allen Harim poultry gains better-for-you marketing claims

by Erica Shaffer
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Nature's Sensation boneless chicken breasts
Nature's Sensation continues to grow for Allen Harmin.

SEAFORD, Del. – Allen Harim recently transitioned to 100-percent vegetarian feed for the company’s chickens to meet consumer demand, the company said. The company also said poultry raised for its signature Nature’s Sensation brand is raised with no antibiotics ever.

The Nature’s Sensation product line has grown more than 80 percent in the last year, and similar growth is anticipated in 2016 with addition of new product offerings and private label partnerships.

“As a company, we are responding to what our customers are telling us about consumers and their desire to buy healthy chicken products for their families,” Allen Harim CEO Steven Evans said in a statement. “Our chickens are hand raised on family farms, and we are committed to making sure they are raised with no added hormones, using the best all-veggie feed available, and in the case of Nature’s Sensation, with no antibiotics ever.”

To raise awareness of the new marketing claims, Allen Harim refreshed the brand with a new logo and packaging that highlights the changes. The company updated the Nature’s Sensation logo, and a color band was added to the bottom of the package. Safe handling and nutrition information was moved to a larger panel on the back of the package.

“The redesign effort was fueled by listening to the growing interest by consumers on how their food is produced,” said Jack Coleman, senior director of sales and marketing. “This new packaging and logo is designed to emphasize what’s most important to consumers when choosing poultry products -- and to make it clear to them that Nature’s Sensation is exactly what they are looking for.”

The company’s Nature’s Sensation is one of three brands of poultry available through Allen Harim. The company plans to expand the premium brand into other categories throughout the year.

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